INNOVATIVE DEVELOPMENT OF THE CATERING SERVICES MARKET IN THE CONTEXT OF MARKETING

The article presents a study of the innovative development of the food service market in the context of marketing. A comparative analysis of concepts related to innovative marketing was conducted, which served as the basis for formulating the author’s own definition of “innovation marketing in the food service sector.” The paper provides an overview of relevant marketing models used in the context of digital transformation, with a focus on identifying the most effective solutions for both small and large businesses. A step-by-step system for the implementation of innovative models in food service enterprises has been developed. The results confirm that the use of innovative marketing models enhances the adaptability of enterprises to market changes, strengthens their competitive position, and contributes to the development of long-term consumer loyalty.